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Resistance to technological innovation and brand equity in the banking sector

Management & Marketing

Volume 19 (2024): Issue 1 (March 2024)

By: Campo Elías López-Rodríguez, Marithza Sandoval-Escobar and José Andrés Sepúlveda Maldonado

Open Access

|Mar 2024

Authors

Campo Elías López-Rodríguez

clopezr3@uniminuto.edu.co

Corporación Universitaria Minuto de Dios - UNIMINUTO, Bogotá, Colombia

Marithza Sandoval-Escobar

Fundación Universitaria Konrad Lorenz, Bogotá, Colombia

José Andrés Sepúlveda Maldonado

Universidad de la Frontera, Temuco, Chile

DOI: https://doi.org/10.2478/mmcks-2024-0006 | Journal eISSN: 2069-8887 | Journal ISSN: 1842-0206

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Language: English

Page range: 93 - 112

Published on: Mar 29, 2024

Published by: Society for Business Excellence

In partnership with: Paradigm Publishing Services

Publication frequency: 4 issues per year

Keywords:

technology resistance,

psychological barriers,

banking sector.

Related subjects:

Business and economics,

Business management,

Management, organization, corporate governance,

Marketing, sales, customer relations,

Business development, change management, cooperation,

Entrepreneurship

© 2024 Campo Elías López-Rodríguez, Marithza Sandoval-Escobar, José Andrés Sepúlveda Maldonado, published by Society for Business Excellence
This work is licensed under the Creative Commons Attribution 4.0 License.

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